NB x Footlocker BB550 Launch

Cultural and trend-seeking young adults who have interest in basketball culture were the main focus for this influencer campaign to drive awareness for NB’s BB550 sneaker drop, which is exclusive to selected Footlocker retail stores.

Driving Footlocker’s message that “Every Court Counts” the campaign aims to tap on the target audience’s passions as they represent different aspects of basketball culture. 4 personalities are the main star of this campaign – The baller, The rapper, The breakdancer, and The gamer. Showing how the culture of basketball influence their lifestyle and personal brand, online influencers were engaged to curate posts of how they style the BB550 and promote the IG filter “Balancing Act” in line with an online contest to create more buzz for the sneaker drop. Players will be required to balance objects for as long as possible. They will be offered 4 options within the filter. Each of the options feature a basketball culture tribe visualized by changing music, background theme, and objects representing their passions – a basketball for the baller, a mic for the rapper, a boombox for the breakdancer, and a console for the gamer. Best timing from the leaderboard wins a pair of BB550.